Dubai welcomes 13% year-on-year increase in UK visitors

Dubai has welcomed a 13% year-on-year increase in visitor numbers from the UK in the period from January to September.

The destination recorded a total of 1.04 million UK visitors in the period this year, according to the Dubai department of economy and tourism’s PR and communications director Lila Saifaei.

“We’ve achieved very positive growth from the UK, which is one of our key markets,” she said, adding the destination was “really pleased” with the performance.

She said Dubai would be helped by Emirates’ decision to introduce an additional service from both Heathrow and Gatwick, and she also welcomed Virgin Atlantic’s winter programme.

Asked whether she was satisfied with the number of flights from the UK, she said her view was “the more, the merrier”.

The destination will continue to work closely with the UK trade, she said, with webinars, roadshows and fam trips set to remain staples of the strategy.

“We work really well with our trade partners in the UK to make sure agents have all the information they need. Training is a key part of what we do,” she added.

The destination’s strength in the luxury hotels sector will ramp up further with a number of property openings over the coming years, but there is also an ongoing attempt to promote cultural offerings and those in the “active and wellness space”.

“People are saying, ‘I want to do this marathon and we’ll plan a holiday around that as well’,” said Saifaei.

She added that gastronomy has been another area of growing interest for visitors, noting that Dubai now has two restaurants with three Michelin stars.

Demand for “digital detox” trips and desert safaris has also grown, she said.

She added: “We’re very appreciative of the amazing work that UK travel agents do. They play such a great role, so a big thank you to them.”